Using Emotional Appeals in Written Advertising
Emotional appeals are quite powerful in advertising because we often let our “gut” feelings trump our logical thoughts when it comes to making purchases. Consider the impulse candy rack at the supermarket–you didn’t come into the store looking to purchase a pack of gum and you probably didn’t think too much about it when you set it down on the conveyor belt either. You weren’t using rational thought; it was an impulse based on your emotional experience.
Unless your company sells candy, you probably don’t have the luxury of an impulse aisle to snag sales. Instead, you have to use emotions to make your customers give in to the impulse to buy your product or service.
Utilizing emotion is one of the most important aspects of advertising, but it can also be one of the trickiest. We feel emotions every single day and convey them through our speech and facial expressions without even having to think about it. Expressing emotional appeals through the written word, however, requires a little more forethought and strategy.
From Internet
